Component 2: Contextual TheoryBy Chavisa Piankit (Pear)
An Identity Redesign for Aegis Data
“There is no doubt that branding
has moved up the organisation,
CEOs are now involved in the brand
it is a board level discussion” Robert Jones
Branding represents the brand’s place in the market. The image of company is setting by corporate identity, which makes people to recognize the type of company. An identity redesign is challenging task that has directly affected to the business. Aegis Data is the new face data company that has the competitors over 100 companies around United Kingdom. The company need the corporate identity that stands out from their competitors. A strong corporate identity will help them to reach a step to be a top leading Data Company in the future.
Fig.1 The Statistics of Data Company Location in UK
An equally significant aspect of branding has become a fundamental part of companies, organisation and individual. A brand represents the full personality of the company, which link between company and the audience. It is not just a logo or name, but it is the totally image of company. Even more, the strong corporate identity will boost the value of the company. The service, product and people of organization are all part of the brand that represents the direction of company. In addition, Aegis Data is the strong business that provides the space to save the data over around the world. It provides highly secure facilities with uninterrupted power, cooling, diverse and resilient telecommunication networks to the outside world. The concept behind the company which refer “Data is the live blood of the business.” is become a key for their business of secure, protected and accessible by those authorised. Redesign Identity for Aegis Data is require to show a strong security, trust, intelligence but still represent friendliness and easy to access by the audiences.
Furthermore, data company is the type of business that difficult to access. Most of people don’t familiar with the type of technical company. Even though, data company is growing faster for support more database, but it is still difficult to approach by common people. Evermore, the competitor is risen more than in the past. The companies like Apple (Icloud) or Intel will be the early top option in the market. The new data company need to created a selling point and distinctive image to become the leading company in the future.
On the other hand, there are many advantages of Aegis Data company. It is providing a new technology that faster, safer and more security. It also supports significantly reduce of expenditure by using the free air to cooling their machine. By the same token, Aegis data can answer the need of their clients, which required trust, security, cost effectiveness, speed and efficiency. According to the Aegis Data said, “Our experience is your guarantee.” so the company will offer their clients with the best value, benefit and the best service. Thus, all of these advantages can use to support the background for redesigning the corporate of company.
Evidently, the corporate brand role is depending on prominent of brand position. The same categories of business will have the image that reflects the same type of brand. For instance, almost of data companies show the same shape of logo that they are using a circle to represent the global networking and connecting of data. From the figure below, it shows the logo from some data company in United Kingdom which use the similar style that show the company name and tagline of concept under the main logo. (Fig.1) They try to represent the similar concept of networking that online all 24/7. It gives the same image which makes people understand them as data companies. Aegis data company logo’s use a typeface which does not fit with the circle shield behind the logo and it also use tagline with the symbolic of heart rate that make confuse meaning for the concept of company. However, There is significant that most of technology companies use blue to signify security and intelligence such as IBM, Intel, Facebook and Dell etc. Aegis Data is categorize in that group, but it use a blue-green shade which is an outstanding among the group. It use special colour that seldom see in a corporate.
Fig.2 Logo of Data Company in UK
By the same token, the strong corporate identity can make the company stand out from the similar type of business. The corporate identity is over all image of business. A brand strategy involves creating a look and feeling, which include brand language and tone of voice as well as logo and name. (Davis, 2009) Naming and logo are important for develop a corporate identity. Logo is the first visual identity that makes people remember the company. According to the book Logo Power by David E. Carter said, “The logo must be memorable, simple and legible.” Logo has to work for all graphic media, so the company can use it with their letterhead and business card. Even more, the identity must work for long term. Aegis Data is a case study that still able to develop their branding because it still use mix source of graphic element that make it not strong enough to represent their branding . According to Aegis Data website and documents, it show various typography which not link with the logo and some info-graphic that look more modern than their corporate logo.